The words “shipping industry” don’t sound attractive or elegant or glamorous or exciting. But who doesn’t enjoy getting a package? Even if the package is work-related, opening the box can feel a bit like opening a gift.
So, how do shipping giants, like UPS and FedEx, use their logos to brand themselves to get their target audience of shippers and receivers to use them? In a side-by-side comparison of their logos, it’s pretty obvious that they are visually very different. But, they also have some important similarities.